Working backwards. Coming up with an idea the agency likes and then crafting the rational afterwards. Have you ever seen that happen?

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Yep… never have I experienced where the strategy was so sharp and unique that our ideas laddered from there

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a lot of strategies are so vague and interchangeable nowadays anyway

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Most creatives have better insights than strategists

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You can say any damn thing you like. It does not make it useful.

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All the time

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No I mean it, it happens all the time. An idea can lead to a new (and better) strategy. It’s a good thing.

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Truly backwards is coming up with an idea and then looking for a client to run it — or as we call it, “half the work submitted to Cannes every year.”

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Yes, all the time. Shouldn’t happen in theory, but it does.

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All the time. Almost everytime. Usually there is some starting point. But lots of new support and insights to back the lead idea.

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Strategy is overrated. The idea is king 👑 and strat just backs their nonsense out into something the client will like.

likesmart

hell i’ve seen people come up with a catchy punny name and then work backwards to form an stunty idea around that. its definitely a thing, strat is useless a lot of the time, especially if the client has to sign off on it first

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Yes this how I’ve come up with my best campaigns. I have never once needed a strategist to get me to that big idea gold.

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Yup. Happens a lot. Doesn’t always mean the original strategy was wrong though, just that often there’s more than one solution to a problem.

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All the time. This happen in and out of an agency setting. It's the "due yesterday" mentality a lot of times. Even though the rational isn't being work on by others in the project, I spend time myself to build a one. If you don't, it will slow down the project. Always give yourself time to get the creative juices flowing and to give yourself some form of direction. This will help you in the process and when they ask you why you did it that way, you have notes as to why.

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Nearly every brief. Then the client kills it 😂

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It’s better that way. Let them justify why you’re idea is amazing

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It’s our job to get the client to say yes to good ideas, and they will only say yes to them if they’re convinced someone with considerable talent has spent considerable time thinking about it.

If you convince them of that and are able to deliver a good idea, then it doesn’t matter how you got there.

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Not only does it happen all the time, it’s actually the key to better work.

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BTW - anybody here remember Hal Riney? Famously came up with the idea and sold in the strategy after that. Hard to argue.

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Like… have the strategy team craft a strategy around the idea after the fact?

Correct. Happens a lot

More often than not tbh

Yes.

A lot a lot

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